Clear Generational Differences in Video Preferences
YouTube Shorts Dominates... Reels and TikTok Follow
Since the COVID-19 pandemic, short and stimulating "short-form videos" have established themselves as the main type of video content consumption. This trend is especially pronounced among teenagers, who reportedly enjoy short-form content more than full-length versions.
According to the "Mobile Communication Planning Survey" released on August 14 by the specialized research agency Consumer Insight, the average daily video viewing time via smartphones and tablets was found to be 97 minutes. Sixty percent of all respondents watched videos for more than one hour a day, and among those in their teens and twenties, this proportion reached 74%. Notably, 28% of respondents in their teens and twenties watched for more than three hours a day, clearly demonstrating the emergence of a true "smart cinema kids" generation.
Clear Generational Differences in Video Preferences
The most preferred video format overall was full-length videos lasting "30 minutes to less than 1 hour" (59%), followed by short-form videos at 49%. However, among teenagers, 62% preferred short-form content, compared to 47% for full-length videos. In their twenties and thirties, both types were equally favored at 50%. Respondents in their forties and older tended to prefer relatively longer videos (1 to 2 hours).
The most popular topics for short-form videos were "humor, memes, and funny videos" (55%), followed by "news, current affairs, and information" (35%), and "travel and vlogs" (34%). By gender, men showed a relative preference for "gaming and e-sports," while women preferred "mukbang and cooking," "pets," and "beauty and fashion."
YouTube Shorts Leads the Pack... Reels and TikTok Follow
While TikTok ushered in the introduction of the short-form market in 2018-2019, the era of widespread short-form popularity since 2020 has been led by YouTube Shorts and Instagram Reels.
In terms of platform market share for short-form viewing, YouTube Shorts dominated with 75%, followed by Instagram Reels at 43% and TikTok at 20%. However, TikTok's usage rate among teenagers was exceptionally high at 40%, which is twice the overall average. Naver Clip followed with a 17% share.
Experts analyzed, "Among people in their teens to thirties who find full-length content boring, short-form videos have already become the main content genre. This is expected to bring about significant changes in video platform market trends, as well as in advertising and content production strategies."
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